More than 700 products will be available without plastic packaging in the aisle which is being set up in a new metro-sized pilot store of supermarket chain Ekoplaza in the Dutch city, including meat, rice, sauces, dairy, chocolate, cereals, fruit and vegetables.
Environmental campaign group A Plastic Planet, which came up with the idea, said the introduction of the world’s first plastic-free aisle was a “landmark moment” for the global fight against plastic pollution.
A Plastic Planet co-founder Sian Sutherland called for British supermarkets to follow Ekoplaza’s lead and introduce aisles without plastic packaging at the earliest opportunity.
The issue of plastics polluting the oceans, where they can harm and kill wildlife, has shot up the agenda after it was highlighted in the BBC’s flagship nature documentary series Blue Planet II.
Earlier this year, Prime Minister Theresa May outlined measures to tackle plastic waste in her Government’s 25-year environment plan, including encouraging plastic-free supermarket aisles.
Iceland has pledged to go plastic-free on all its own-brand packaging by 2023.
And a survey for A Plastic Planet revealed last year that more than nine out of 10 British shoppers support the introduction of an aisle in supermarkets that has products free of plastic packaging.
In the Netherlands, Ekoplaza will roll out plastic-free aisles across its 74 branches by the end of this year.
The aisle will be used to test out new compostable bio-materials, as well as using traditional materials including glass, metal and cardboard, the scheme’s backers said.
And goods within the aisle will carry the Plastic Free Mark, a label introduced by A Plastic Planet to help shoppers easily identify products that are completely free of plastic packaging.